Coca-Cola teamed up with renowned global game developer Riot Games to launch their first gaming-inspired limited-edition product, “Hero’s Arrival” (英雄登场 yīng xióng dēng chǎng). The Chinese name for the product draws inspiration from the ultimate ability name of the famous champion “Galio” in League of Legends, one of the world’s most popular video games that has drawn in over 100 million players in China.

The collaboration, therefore, shows Coca-Cola’s ambition to wow gamers in the country, where video games have gradually evolved into a significant cultural phenomenon. It would also allow the brand to resonate with those players, who are mainly of the post-90s and post-00s generation by celebrating the gaming culture and their identities as gamers.